markets are closed for the martin luther king, jr., holiday, so we're looking at american innovation and competitiveness. join us for this "n.b.r." special edition: "u.s. innovation." >> tom: a rebound in the housing market and a multitude of new models may help truck sales to their best year since the financial crisis. new trucks unveiled at the north american international auto show in detroit this week aren't just more powerful, they're also more fuel efficient and loaded with new technology. ruben ramirez reports. >> reporter: if 2012 was the year of the fuel efficient "green car," 2013 is shaping up to be the year of the truck. the big three-- gm, ford and chrysler-- all are out with new 2013 models or concept pickups that will start hitting showrooms over the next few years. the three are fierce competitors in the full-size pickup segment where profit margins are larger compared to cars. jeffries auto analyst peter nesvold says automakers make $12,000 to $15,000 in profit for each full-size truck they sell. >> to put that into perspective, small cars might be anywhere from $2,0